SCORPIO™

Riverwind Casino Direct
Marketing and Email Services

Riverwind Casino

CHALLENGE

Riverwind Casino is located near Oklahoma City and has at least 20 competitors within 50 miles. In fact, Oklahoma has over 70 casinos, which makes competition fierce. Over the past two years, Riverwind has dealt with several challenges stemming from massive interstate construction. As the construction expands down the interstate, Riverwind continues to suffer business losses as large sections of the metropolitan area avoid that area due to traffic congestion.

Riverwind asked Gremillion & Pou to assist them with its SCORPIO™ database and analysis services.

STRATEGY & EXECUTION

G&P initiated SCORPIO™ in September 2015. SCORPIO™ is a proprietary database and analysis service developed by Gremillion & Pou. It is a culmination of over 15 years of casino database experience across a variety of gaming jurisdictions and sizes. The unique feature of SCORPIO™ is that it analyzes and appends predictive expectations based on the individual, rather than groups of similar averages.

SCORPIO™ reviewed all possible Riverwind customer relationships and then determined which customers were predicted to return in subsequent months. The customers deemed likely NOT to return were associated with a risk/return factor to determine the optimal reinvestment level based on the probability of successfully driving a visit.

This exercise was critical to Riverwind in order to determine the true impact of incremental business versus predicted business.

MEASURABLE RESULTS

Not only did SCORPIO™ identify guests with varying levels of incremental value, but it also determined the expected probability increase of visitation based on receiving a direct mail or email offer. Therefore, SCORPIO™ gave Riverwind the ability to drive varying levels of incremental play based on desired risk level.

SCORPIO™ recommended a shift in offer strategies and reinvestment levels that impacted 24% of its marketed guests. These SCORPIO™-adjusted guests yielded greater incremental value compared to the lower property average.

To date, SCORPIO™ drove an impressive increase in revenue and a double digit reduction of reinvestment for Riverwind’s direct mail and email program.

LEARN MORE ABOUT SCORPIO™

GET IN TOUCH WITH SCORPIO™

Email IconEMAIL  •  scorpio@gpmarketinginc.com
LOUISIANA
7225 Fern Ave, Suite 100 Email Icon
Shreveport, LA 71105
318.424.2676
TEXAS
3200 Troup Hwy, Suite 340 Email Icon
Tyler, TX 75701
318.424.2676